1. Watch our pre-arrival experience guidance video
This short video will take you through the pre-arrival elements that you will need to consider.
Improving the pre-arrival experience you offer
Providing visitors with a high quality pre-arrival experience can be crucial. This is irrespective of the type of business you operate.
Benchmarking against some of the best attractions that Scotland has to offer can help you to raise standards and deliver success.
2. Best practice examples
Browse the following pre-arrival elements we assess. These are some of the best practice examples of businesses that have achieved the highest scores.
Please note that all specific examples should be taken as general guidance of 10/10. There may be some changes in standards since those scores were awarded.
How easy is it for all types of visitors to find the site and engage with your website? When carrying out an assessment we would look for the following:
- the visitor can find the website easily
- the website is easy for prospective visitors to use and find all the relevant information they need (for example, what business is it, what does it do, and what they can do at the attraction)
- there is clear information on the homepage for booking, making contact, directions, pricing, opening times, and inclusivity information
- the website supports foreign languages and it is fully mobile enabled
- the website is easy to view, read, uses a clear font and background and incorporates high resolution images
- if applicable, the website includes brochures in print for the attraction (they should be high quality, professionally produced, and make use of innovative design and effective photography)
For some good examples, please see the following websites.
This score is about the level of information provided for all your visitor types. Do you have accessible information online that will quickly answer any query from potential visitors.
We would expect to see the following:
- clear information on how a visitor can plan their day with up to date and accurate opening times, directions, contact details and pricing both on the website and any printed brochures
- additional information is available for a variety of visitors (those with accessible requirements, families and foreign visitors)
- online reviews are responded to
- direct queries are responded to promptly with an answer which enhances the visitor experience by exceeding expectations
- there is reassurance of the current quality on offer (star badge, online reviews)
- the Google Knowledge Panel is claimed, up-to-date and fully populated with correct information and professional images
Five-star scoring for this section comprises comprehensive, clear and concise directional advice for all visitors. We would expect to see the following:
- the Google Local Knowledge Panel has accurate mapping
- website directional information is immediately obvious and has a link to Google mapping with zoom function or detailed OS mapping
- public transport information is comprehensive and easily found
- postcode is highlighted
- there may be a comprehensive and effective system of Brown Tourist Signage commencing at the earliest opportunity, offering distance to attraction and these signs are well maintained, legible and unobscured
For good examples, please visit the following websites:
At the five-star level, your booking procedure will be fit for purpose, clear and easy to use. Information provision at every stage will be comprehensive. During our pre-arrival assessment, we would be looking for the following:
- clear and obvious instructions on the website/brochure on how to book – book now button, offered on most website pages
- the online booking procedure is intuitive and ensures understanding and reassurance at each stage of the process
- a secure payment process will be in place
- terms and conditions are clear, easy to understand and include the cancellation policy
- opportunity to collect and provide for a comprehensive list of additional needs such as accessibility and dietary requirements
- detailed information provided pre, during and post booking on all aspects of the experience, for example, meeting point, departure time, overview of tour, clothing to wear, any alternative arrangements, food and drink provisions
- confirmation and receipt provided promptly and email/message reminders before visit date
- staff available online and/or by phone to undertake bookings, answer any queries and offer additional reassurance to visitors
For good examples, please visit the following websites: